Fantasy world: Viral campaign brings film to life

05 : 08 : 2013 Advertising : Video Sharing Culture : Fiction

Global – In a viral marketing campaign for forthcoming science fiction film Elysium real-world advertisements have been placed in public spaces such as London’s Underground and on New York billboards and four microsites were created to promote the benefits of living in the fictional world.

In the film, Earth is a slum and the upper echelons of society live in a man-made space station called Elysium. The microsites, which include a site where you can apply for citizenship to Elysium and the Elysium government home page, are well executed and could dupe an unwitting internet visitor.

While films have always served as an escape from reality, marketing has increasingly sought to blur the lines between fact and fiction, creating real websites for fictional products. For more, read our Faction Marketing macrotrend.

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